Case Study
Cross-selling through Big Data
With Salesforce we have implemented a federated architecture of data on customer behaviour and habits to manage cross-selling activities in an innovative way.
Where: international
Where: international
Challenge
A leading oil company had progressively extended the types of services it offered to its customers over time.
Approach
The goal was to unify the view of the customer irrespective of the type of service provided, in order to more effectively understand their specific behaviours and needs.
Other objectives were to safeguard the investments made over time on the application and technology stack used to deliver the specific services and to extend the concept of integrated vision over time, acquiring other types of information related to the same customer, linked to additional services provided.
The final objective was to use the integrated information on the concept of the "Single Customer" to manage cross-selling activities aimed at selling new products/services through specific marketing campaigns.
Solution
The solution identified makes it possible to build a layer across existing services/applications, managing a logical aggregation of data according to a highly configurable and scalable federated architecture model.
Our team started its activities by dividing them into specific project phases (waves).
In the first phase, which has just been completed, the first view of the Single Customer was created, aggregating existing information for the various services. In a subsequent phase, the unique authentication will be managed, as well as the possibility of managing the construction of bundles of services with the option of providing discounts to end customers that could not be enjoyed with individual services, thus enhancing cross-selling. In the final phase it will be possible to manage integrated marketing activities, incentivising customers to use the services through intelligent and targeted campaigns.
Results
Scalability to other existing customer
related information clusters
Cross marketing on different business lines
Transformation of the client's offer/service portfolio.
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